Vans comes together with Kids of Immigrants, the Los Angeles-based brand and collective to announce their footwear collaboration and campaign called “Work A Day In Our Shoes” available October 2 exclusively through the Greenhouse App and KOI website. Staying true to the essence of Kids of Immigrants, the launch celebrates the working class, the immigrant community and all of the people on the margins. It honors the blood, sweat and tears shed by their families and communities to persevere and the relentless work ethic and drive that they embody.
The campaign features the actual family members of each KOI member as role models, shining a light on our everyday heroes that have long been left in the shadows and have now become the world’s heroes during the pandemic. Kids of Immigrants’ family members include Evelyn Gonzales, a first-generation Mexican-American crew member; Chris Gray, a first-generation Jamaican-Belizian-American owner/operator; Nohemí Buezo, a first-generation Honduran-American BSN, RN, PCCN; and Nai-muh Dennis, a first-generation Liberian-American e-Commerce manager.
Speaking on the collaboration between Greenhouse, Vans, and KOI, Mel Peralta, Sr. Director of Greenhouse shared, “The Greenhouse team is composed of a first-generation Chinese-American, Brazilian-American and Dominican-American, so working with the brand KIDS OF IMMIGRANTS isn’t just a great partnership, it literally describes us, our families and their respective journeys to the U.S.,” adding that “We’re not only a product incubator, we’re a cultural incubator at heart and in practice. The collaboration with KIDS OF IMMIGRANTS and Vans captures the energy and ethos of what we stand for. We hope people continue to learn more about the vibrant immigrant communities in our country and their importance.”
Vans Lowland CC footwear silhouette served as a canvas which was inspired by the father of founder Daniel Buezo who has been a longtime construction worker. The body is lined with an off white canvas material doused in paint strokes. Each shoe has been personally modified and distressed by members of KOI and will be accompanied by a brush and sandpaper that allows for additional customization. This release will also include a KOI shirt, hoodie and bucket hat that will be available for purchase at Kids of Immigrants.
In celebration of the partnership, Vans will be donating $5,000 USD to A New Way of Life, a non-profit that provides support for women rebuilding their lives after prison. Kids of Immigrants will be partnering with A New Way of Life to build a community garden (fruits and vegetables) at the new home in Los Angeles that currently hosts 8 women.
Kids of Immigrants has amassed a cult following by placing social issues and community at the core of their work resulting in collections that sell out in just minutes. The brand has garnered praise and support from the likes of Bad Bunny, Dua Lipa, Kehlani, Lil Uzi Vert, Jhene Aiko, Odell Beckham Jr., and many more. The brand has also been featured on HBO’sInsecure and Netflix’s On My Block. Like the history, culture, and beliefs behind Kids Of Immigrants, the brand is unisex and for all people.
Each pair of the Vans x Kids of Immigrants collaboration will retail at $100 and be available on October 2nd exclusively on the Greenhouse App, Footlocker.com, Kids of Immigrants and at Footlocker Compton. For more information, visit vans.com.
ABOUT KIDS OF IMMIGRANTS
Kids of Immigrants is a Los Angeles-based clothing brand that was founded by Daniel Buezo and Weleh Dennis as a medium to express their passion to create, empower, and love. Inspired by their roots, environments, and life experiences, their mission statement is simple — DO THE BEST WE CAN WITH WHAT WE HAVE. Both Buezo and Dennis are first-generation Americans (their parents are from Honduras and Liberia, respectively) and established the name from what united them and what makes this country, WE ARE ALL IMMIGRANTS.
ABOUT GREENHOUSE
Greenhouse is a creative incubator with a distinct goal of creating category-busting collaborations and concepts with the world’s leading youth culture tastemakers, at scale an innovation arm of Foot Locker, Inc. Rooted in youth culture Greenhouse aims to discover the next generation of creators across youth culture and craft the vision of the individuals and brands they partner with. To learn more about Greenhouse, please visit www.projectgreenhouse.com
ABOUT VANS
Vans®, a VF Corporation (NYSE: VFC) brand, is the original action sports footwear, apparel and accessories brand. Vans® authentic collections are sold in 84 countries through a network of subsidiaries, distributors and international offices. Vans® has over 2,000 retail locations globally including owned, concession and partnership doors. The Vans® brand promotes creative self-expression in youth culture across action sports, art, music and street culture and delivers progressive platforms such as the Vans Park Series, Vans Triple Crown of Surfing®, Vans Pool Party, Vans Custom Culture, and Vans’ cultural hub and international music venue, House of Vans.
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